Does KFC Taste Better in Kentucky?

I recently embarked on a culinary adventure to a Kentucky Fried Chicken (KFC) outlet in Kentucky, the very birthplace of this iconic brand. No, I did not drive there just for chicken. I was going to see the eclipse in Indianapolis when the thought occurred to me...

Should my expectations for the food quality and the overall experience be higher simply because I was dining at a KFC in Kentucky?

This whimsical question got me thinking about branding psychology and how it shapes our perceptions and evaluations.

The Influence of Branding Psychology

The Psychology of Branding tells us a lot about the pivotal role of expectations in how we perceive and evaluate our experiences with products and services. When a brand originates from a specific location, consumers often associate that locale with higher authenticity and quality. We explain this phenomenon through several psychological theories:

1. Consumer Behavior Theory: This theory suggests, in part, that consumers make purchasing decisions based on emotional and rational factors, including an emotional connection to a brand's origin, which can significantly influence expectations. My visit to a KFC in Kentucky could have easily been to the original Starbucks on Pikes Place or the HP Garage in Palo Alto instead.
2. Attribution Theory in Marketing: (a consumer application of psychologist Fritz Heider attribution theory) This theory suggests that consumers attribute their experiences to certain causes. In the context of my KFC visit, I attribute any positive aspects of the meal to the fact that I am dining at a KFC in Kentucky, believing it to be more authentic and superior. Conversely, any negative experiences might be perceived as even more disappointing due to heightened expectations.
3. Brand Perception Theory: This theory highlights that various factors, including marketing communications, personal experiences, and word-of-mouth, influence consumers’ perceptions of a brand. Notice I did not say "how the brand wants to be perceived" but rather what customers believe a product or service represents, not what the company owning the brand says it does.
4. Harold Kelley’s Covariation Model: Kelley’s model suggests that people make attributions based on consistency, distinctiveness, and consensus. If many people consistently report that KFC in Kentucky is better, this consensus reinforces the expectation that the experience should indeed be superior. My expectation aligns with the belief that the food should be better because it is consistent with the brand’s origin and reputation.

Is It Fair to Expect More from KFC in Kentucky?

So, considering the psychological perspectives, it’s understandable why I, and perhaps many of you, might expect KFC in Kentucky to be better. But is this expectation fair? Here are a few considerations:

• Consistency: One of KFC’s strengths as a global brand is its consistency. The recipes and standards are designed to deliver a uniform experience worldwide. While the Kentucky location might hold sentimental value, the food quality should theoretically be the same as any other KFC. Although perhaps purely subjective and influenced by my excitement to be eating KFC in Kentucky (don’t judge me), personally, I thought it was the best KFC chicken EVER. It probably was not. Or maybe the KFC's experiences I previously had never met the base standard.
• Distinctiveness: Pergaps dining at a KFC in Kentucky tasted better because the experience was enhanced due to the psychological boost of perceived authenticity. This distinctiveness doesn’t necessarily mean the food tasted better, but it might feel more special.
• Personal Bias: My expectations might have been influenced by personal bias and the romantic notion of returning to a brand’s roots or the fact that I was heading to see an eclipse with my wife as one of our first trips together as empty-nesters. While this adds a layer of enjoyment to the experience, it doesn’t objectively change the quality of the food.

Conclusion

So, understanding the emotional and psychological factors that shape customer perceptions can help your company design better experiences. Whether you are marketing a product from its place of origin, emphasizing the unique aspects of your brand, or understanding the perceptions and expectations your customers create on their own, leveraging these psychological insights can help you manage and meet customer expectations more effectively.

Companies like Coca-Cola (I swear Coke tastes fresher at the Atlanta Coke Museum) and Harley-Davidson (road trips on a Harley seem more adventurous to some) have done a great job incorporating customer perceptions into their brands.

Next time you find yourself at a KFC in Kentucky, enjoy the experience for what it is—a delicious meal with a side of brand heritage. Whether it tastes better or not may not be the right question. A better question may be, “What can I learn from brands who pay attention to the perceptions others create about them?”

??I write about the things that help people connect... jcquintana.com

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